Making A Small Store GO!

I just got a note from a 19 year-old business student who is determined to start her own business. "It's a trendy clothing shop. I have the location, the start-up money, a lawyer, and an accountant" she wrote enthusiastically. "My parents think I'm in over my head but I'm determined to make my dream come true."

That's a situation most of us can identify with. You've got a great idea for a new business and you've done every bit of preparation you can, but in the back of your mind you know you could fail. What can you do to make a small store go?

By far the most important factor is location. If at all possible, find a location you can afford that has built-in customer traffic. Mall locations are great but often too expensive. Look for a nook near a group of stores or on a major street that brings a steady flow of shoppers--the kind of shoppers who would be interested in your store.

Find an affordable way to promote that reaches your best prospective customers. Look at radio ads, space in small newspapers, flyers, cable TV, and postcard campaigns. Make sure you have enough budget to continue your marketing campaign for several months. If you can't clearly see how you can effectively market your store, stop immediately and reevaluate your plan.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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